I'm just flipping through Joseph Jaffe's excellent Life After the 30-Second Spot (the PDF version -- I hate to wait). When he still worked at an ad agency, Jaffe's 10-year-old cousin asked him about the long disclaimers and small print at the end of print ads and TV ads. The kid then asked Jaffe why he'd work in an industry that requires him to lie for a living.
Which reminded me of a recent trip.
Big splashy promo by EasyJet in a UK airport, where they'd set up a booth across from the departure area. Pretty aggressive marketing -- taking out promo space in the same airport you fly out of. Nice work. But the message itself got a chuckle from me.
UNLIMITED CARRY-ON BAGGAGE (Huge Asterisk)
* - Within reason. Subject to available space.
If the size of the asterisk in your marketing "communications" is literally comical, you've accomplished nothing but show people that ads are lies, no?
Or maybe you just need to make the planes bigger. Or the asterisk smaller.
Posted by Andrew Goodman
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